Marketing Management (5cr)

Objective

Student becomes familiar with marketing management as a holisctic process and is able to apply his / her knowledge in the development of marketing strategy and in the creation of a marketing plan. Student has the capability to solve practical marketing problems faced in different business situations.
Student can describe the meaning of market orientation in firm growth and success. In addition the student has the understanding of marketing capabilities as a part of strategic planning.

Content

- marketing management as a holistic process
- market orientation in firm growth and success
- marketing capability
- strategic marketing planning

Qualifications

No previous studies are required.

Assessment criteria, satisfactory (1)

Excellent (5): The student has excellent ability for making strategic choices in marketing management and planning. The student can describe profoundly the meaning of market orientation in firm growth and success. The student is able to analyze the present situation of the firm and produce suggestions of added value for firm?s future development. The student can plan marketing in part of firm?s strategy on excellent standard.
Good (4-3): The student has good ability for making strategic choices in marketing management and planning. The student can describe understandably the meaning of market orientation in firm growth and success. The student is able to analyze the present situation of the firm. The student can plan marketing in part of firm?s strategy.
Satisfactory (2-1): The student has satisfactory ability for making strategic choices in marketing management and planning. The student can somehow describe the meaning of market orientation in firm growth and success. The student is able to analyze the present situation of the firm on satisfactory level. The student can somehow plan marketing in part of firm?s strategy.

Materials

Joensuu, S., Viljamaa, A., Katajavirta, M., Kettunen, S. ja Mäkelä, A-M. 2015. Markkinaorientaatio ja markkinointikyvykkyys eteläpohjalaisissa kasvuyrityksissä. [Verkkojulkaisu]. Seinäjoki: Seinäjoen ammattikorkeakoulu. Seinäjoen ammattikorkeakoulun julkaisusarja A. Tutkimuksia 21. Saatavana: https://publications.theseus.fi/bitstream/handle/10024/97182/A21.pdf?sequence=1

Kotler, P. & Keller, K.L. 2009. Marketing Management. Prentice Upper Saddle River: Pearson Prentice Hall. 13. painos (tai uudempi).

Other material announced by the lecturer.

Teaching methods

- lectures and assignments
- independent study